NEW DELHI: The Dharampal Satyapal (DS) Group has launched a new campaign captioned “Stadium” for its mouth freshener brand Rajnigandha with the new punch line "Munh Mein Rajnigandha Dil Mein Hai Duniya".
The key message of the campaign is “Success that makes a difference evokes admiration”. The campaign is created by McCann Erickson. The campaign embarks by releasing TVC followed by digital, outdoor, and below the line (BTL) and POS medium.
Commenting on the campaign Sr GM (Marketing) Rajeev Jain said, “Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades; it will now redefine the leadership aspect as well. The new punchline “Munh Mein Rajnigandha Dil Mein Hai Duniya” is a paradigm shift to a new benevolent and successful India.”
The brand will now not only stand for success but will also mark a difference, by helping others in fulfilling their aspiration. While the earlier Rajnigandha campaign focused more on the success, the new Rajnigandha campaign has a more compassionate, humane and society-friendly approach. The campaign talks about an evolved person who is an equal contributor to the success of his fellow men. The protagonist of the commercial is shown as a successful business magnate, who not only has strong business acumen; but is also concerned for the wellbeing of society at large.
The TVC flows with three investors presenting a blueprint to a young businessman in a field. This is followed by a well-heeled businessman with a calm and serene air around him, who steps out of a stretch Limousine. The elder brother surveys the land and sees few kids playing cricket. The younger brother then excitedly blurts his business plan to create India’s biggest mega mall consisting of theme parks, amusement grounds and 6 multiplexes on that land. A batsman is seen hitting the ball and it strikes the car. The elder brother throws back the ball to the kids and says “Yahan stadium ban-na chahiye”. One of the investors mutters under his breath `` Charity ke bare main soch rahe hain.” Elder brother responds “Kal ki soch rahe hain”. He opens a pack of Rajnigandha, pops in a spoonful and replies “kabhi toh aisa khwab dekhiye, jismain hazaro khwab shamil ho”. Followed by this sequence is a newsperson making an announcement "GR Enterprises ke international stadium ne iss sheher ke logon main garv ki bhaavna aur sports culture ko adbhutt badaava diya hai".
A cricket team is shown coming out in the stadium, with the same young guy who was batting earlier on the barren piece of land walking in with the cricket team. Recognizing him, younger brother says, “bhaiya yeh toh wahi…" Elder brother flicks the TV and we hear an excited journalist comments "GR Enterprises shares have reached an all-time high". Elder brother says “Jab dusro ke khwab poore karoge na… toh apna kal bante dekhoge”. Elder brother stylishly pops a spoonful of Rajnigandha into his mouth & offers the same to younger brother and investors. The shot packs over with a voiceover: Mooh mein Rajnigandha. Dil mein hai duniya.
Creative Credits:
Creative Agency: McCann Erickson
Creative Head: Prasoon Joshi
Account management: Rajeev Rakshit, Bhaskar Preenja, Shourabh Verma, Ayesha Mehra
Planning: Jitendra Dabas and Srayan Ghosh
National Creative Director: Nakul Sharma and Tirtha Ghosh
Director (of the film): Rajesh Saathi
Production House: Kerosene Films
